Deuter, Katadyn withdraw from Walmart premium outdoor store
The brand changed its mind during a "trial arrangement."
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Deuter and Katadyn announced that they will not participate in Walmart’s new premium outdoor store, three days after the big box discounter launched the site curated by Moosejaw.
The 120-year-old backpack maker said in a press release that as part of a “trial arrangement,” Deuter products have been present on the site since Monday’s debut, but all Deuter products are expected to be removed next week.
“While we appreciate the concept of what Moosejaw is trying to accomplish with this new initiative, we have decided this is not the right time to participate,” said Deuter USA President Bill Hartrampf.
Katadyn officially pulled products and branding from the site on Thursday. Walmart has confirmed with the brand that all products will be off the site by Sept. 4.
Shawn Hostetter, president of Katadyn North America, stated: “We made this decision after listening to the retailers we partner with – in doing so it became clear we needed to remove our brand and products from Walmart.com to best support their needs and to best caretake our premium brand positioning.”
Deuter’s 10-year relationship with Moosejaw—the Michigan retailer bought by Walmart in 2017—remains intact, and the brand says it will continue to support Moosejaw’s brick-and-mortar and online channels.
“We are constantly evaluating and supporting ways to provide the best products and services to specialty outdoor consumers, wherever they are,” Hartrampf said. “We will always maintain Deuter’s commitment to our core markets, premium quality and the spirit of outdoor recreation.”
Asked to comment, a Walmart spokesperson said they don’t have anything additional to share. The company issued a statement on behalf of Walmart and Moosejaw on Tuesday after Black Diamond sent Walmart a cease and desist notice.
BD has alleged that Walmart infringed upon copyrights by using brand logos and product images without an agreement, which would “likely confuse consumers.”
In that statement, the spokesperson said that in addition to being excited about the new initiative at a time when the outdoor industry is working to expose more people to the outdoors, “The decision to be part of this new experience will continue to be up to each brand.”
Nearly 50 other outdoor brands are part of the microsite, including Craghoppers, LEKI, Jack Wolfskin, KLYMIT, and Tentsile.
It is unknown at this time if they will follow Deuter.